Australian cereal brand Carman’s is hoping to shake up the breakfast market with the launch of its muesli range in the UK.

Carman’s Original Muesli, available in 315 Asda stores from next week, is being positioned at the premium end of the market and will go head-to-head with the likes of Dorset Cereals. A 500g pack is priced at £2.98.

The launch follows a trial of the company’s muesli cereal bars, which were introduced into Sainsbury’s three months ago. Carman’s Fine Foods said the time was now right to take the next step in its plans to grab a share of the “lucrative” UK cereals market.

Founder and MD Carolyn Creswell said: “We have had a great response and have sold more than 100,000 units and predict 150% growth for the brand in the UK next year.”

However, industry experts questioned whether there was room for another premium cereal brand in what has become a crowded category.

“I don’t see that Carman’s is bringing anything different to the market from what is already out there,” said Kate Waddell, client director for brands agency Dragon Brands.

Carman’s Fine Foods, which is distributed in 14 countries, has an annual turnover of £6m.

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